GIVE H2OPE TO OTHERS
How do you get consumers to support your cause when they’re suffering from philanthropic overload and skeptical about where their donation goes? You make it as easy as picking up a bottle of Unilever shampoo or body wash at their local Walgreens. Then you let them track the impact their purchase makes.
YEAR 1 CREATIVE
With every qualifying Unilever purchase, our Give H2Ope to Others program, a partnership between Walgreens, Unilever and philanthropic partner Me-To-We, provided 5 gallons of clean water to those in need. Two brand new wells equal to over 15 million gallons of clean water, were created in rural Kenya, allowing girls to spend less time collecting water and more time in school.
The endcap display was the cornerstone piece in-store and communicated key program details.
Online posts on Social and Walgreens.com aimed to differentiate Unilever products from the competition by showing how a simple purchase could make a huge different in the lives of families in rural Kenya.
YEAR 2 CREATIVE
For year two of the program, we made the donation component exponential to incentive shoppers to give more by buying more. Just like the previous year, they could go online and see how their purchase was making a positive impact in the like of a Kenyan community. (2017 Effie Bronze Award)
Like year 1, the endcap display was the key in-store piece and communicated the program's details. To stand out, we included images of school children and Kenyan's celebrating around the well that was created with funds from the program's first year.
Ads in People magazine helped get the word out too.
Here's a quick scroll of the website.
Shout out to the team: Tracy Mathison, Bobbi Bowers, Lindsay Ruddy, Krista Jancik and Blair Carlisle.
